Marketing & Communications

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  1. Positioning: a key factor in marketing strategy MK2-105-I

    The technical note explains the importance of the positioning strategy of the brands within the general marketing strategy of a product or a company. It also describes and analyzes the positioning as a phase in the Marketing process, the advantages of a good positioning and the common mistakes marketers run into when positioning a brand. It emphasizes segmentation as a tool for the positioning strategy.

    This material is details the process of development of the positioning and its phases. It explains stages of market definition, market segmentation, reasons for segmenting or not segmenting, segmentation criteria and differentiation.

    Academic Area:
    Marketing & Communications
  2. Política de distribución (I) MK2-110

    This note explains the concepts and basic functions of the distribution phase of a company, as well as the possible channels to utilize for such phase. It also goes into the relationship that develops between manufacturer and distribution companies.

    Academic Area:
    Marketing & Communications
  3. Comportamiento de compra de los consumidores MK2-107

    This document summarizes the concepts and basic processes involved in consumer behavior, emphasizing how understanding consumers' needs benefits both consumers and marketers. Understanding consumer behavior can allow companies to develop a commercial strategy that is better matched to consumers, which will increase demand and optimize the means to generate that demand. Some of the main challenges are the variability of behavior, its changing nature, and the complexities of studying it. The note delves into how consumer behavior can be studied in a systematic and precise way by using a wide range of theoretical approaches and models and how it can be affected by factors such as environmental influences (economic, political, technological and cultural context) and marketing actions. The document outlines the various psychological factors involved in decision-making (personality, lifestyles, beliefs and attitudes, motivation, perception and learning) as well as the non-psychological ones (age, sex, location, etc.) which allow the marketer to better understand the consumers’ buying habits. It explains the basic decision-making model in depth and how consumers’ behaviors can play an active role in generating value for the company or the opposite thanks to undesired behaviors such as boycotts, complaints and negative word of mouth. It wraps up by describing how to move consumers from habit buying to decision making.

    Academic Area:
    Marketing & Communications
  4. Pedro Gandara CO1-278-I

    Pedro, a young industrial engineer, had just earned his MBA and landed a job at Innovaciones Metalúrgicas S.A., a top engineering consulting firm. His manager Marta, a very intelligent woman and an excellent manager, gave him the tasks of working alone on a difficult set of technical problems they were finding in nickel and tungsten alloys and to attend and contribute to the weekly coordination meetings to the best of his ability. Pedro ended up proposing four potential improvements to Marta in a span of nine months. Marta carefully analyzed each of his proposals. She rejected the first one on the basis of a number of excellent technical arguments. She also rejected the second one because it would be too rigid and time-consuming. Marta thought his third proposal could work but that it had some weaknesses that needed to be dealt with. For his fourth proposal, he decided to focus on something that was technical in nature since that was his expertise. But it wouldn’t work either. Since he had worked so hard on the proposals, he felt very discouraged and disappointed. One the one hand, he acknowledged that Marta was an excellent professional and knew that her decisions were fair. On the other hand, he was very upset because Marta never praised his efforts and focused on the weaknesses in his proposals without any positive feedback. Her managerial style was causing him to lose his enthusiasm and motivation and he was also upset with his colleagues for criticizing him. At the end of the case, Pedro must decide how to handle the situation.

    Academic Area:
    Organisational Behaviour | Innovation
  5. Asturian Pharmaceutical Company "CAF" CO1-271-I

    The case reflects on Pedro's situation, then C-level executive of the international pharmaceutical company CAF, when in 2015 he and the executive team realize the need to rethink their growth model and overall strategy. With 250 employees and 80 million Euros in revenue, the pride they felt for their success to this date couldn't keep them away from the certainty of needing to steer the wheel. They where considering several growth options that ranged from venturing into other medical specialties, to exporting their business model to other countries or even the possibility of using their factory to manufacture products to third parties. With all of this in mind, they also realized the need to grow their executive team, without still knowing how to face these new challenges.

    Academic Area:
    Organisational Behaviour
  6. Compañía Asturiana de Farmacia CAF CO1-271

    The case reflects on Pedro's situation, then C-level executive of the international pharmaceutical company CAF, when in 2015 he and the executive team realize the need to rethink their growth model and overall strategy. With 250 employees and 80 million Euros in revenue, the pride they felt for their success to this date couldn't keep them away from the certainty of needing to steer the wheel. They where considering several growth options that ranged from venturing into other medical specialties, to exporting their business model to other countries or even the possibility of using their factory to manufacture products to third parties. With all of this in mind, they also realized the need to grow their executive team, without still knowing how to face these new challenges.

    Academic Area:
    Organisational Behaviour
  7. Creación y Desarrollo de la Marca Aquarius MK1-160-M

    This multimedia case shows the complete process of brand creation, construction and management. Comprised of the steps that must be taken in the process, tools and strategies for communication, and the types of decisions that must be faced when managing a brand, students will learn a model that can later be used in other markets and sectors or with other products, as well as understand key factors of the creative process and the search for efficient solutions for communication-based business problems. 

    Various videos with people who actively participated in the creation of the Aquarius brand are included, such as Marcos de Quintos, Chief Marketing Officer for The Coca-Cola Company, and Miguel García, Creative Director of Sra. Rushmore. It also includes several graphs in which students can analyze market tendencies, competition in the sector, or the rise in non-carbonated beverages in the Spanish market. This data is available in an Excel spreadsheet which the student can download and use to carry out a study.

    At the end of the case, several dilemmas which Aquarius faces are brought up, requiring the student to consider different strategies in order to resolve the future challenges Aquarius will be faced with.

    The case is recommended for students of degrees and master programs (MBA, MIM, Executive MBA) in marketing and communications sessions and as a basis for a work during the course. It can be used in courses directly related to brand management, commercial communication, integrated communication, communication strategy and creativity.

    Academic Area:
    Marketing & Communications
  8. Airbnb: Disrupting the hotel industry? DE1-217-I

    The case describes the creation and growth process of a company of the so called shared economy with a platform business model, which was potentially disruptive for the hotel industry. Using the setting of the Airbnb entry in Spain and the response of the hotel industry, the case looks in detail at the nature of the business model of a sharing economy firm and the challenges its advancement posed for the industry.

    The case provides insights into some of the different parts of Airbnb's business model: how it creates and captures value, how a company with fewer resources is able to compete and overcome its rivals and threaten a powerful industry, when the success of its business is based on the trust of its users because the company does not guarantee safety.

    This case helps us to understand the challenges that the growth of Airbnb poses for the hotel industry and reflect on the factors that made this business model so successful.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications | Innovation
  9. AirBnB: ¿Desestabilizando la industria hotelera? DE1-217

    The case describes the creation and growth process of a company of the so called shared economy with a platform business model, which was potentially disruptive for the hotel industry. Using the setting of the Airbnb entry in Spain and the response of the hotel industry, the case looks in detail at the nature of the business model of a sharing economy firm and the challenges its advancement posed for the industry.

    The case provides insights into some of the different parts of Airbnb's business model: how it creates and captures value, how a company with fewer resources is able to compete and overcome its rivals and threaten a powerful industry, when the success of its business is based on the trust of its users because the company does not guarantee safety.

    This case helps us to understand the challenges that the growth of Airbnb poses for the hotel industry and reflect on the factors that made this business model so successful.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications | Innovation
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